“It plays into our bricks and mortar strategy because it is driving more customers to the stores. They’re filling a big basket online to collect, when they come into store they’re then adding a second basket,” said CEO Paul Marchant.
“I’d like to think that the next stage of communication around click & collect is that we’re looking to expand that trial into more stores, maybe even more markets,” he added.
Marchant restated that, considering Primark’s low average selling price and fulfilment expenses, the economics of home delivery still did not make sense for the retailer.
Associated British Foods owns Primark, which presently operates more than 400 stores in 16 European and American nations. By the end of 2026, 530 stores are the goal. According to Marchant, Primark’s ultimate goal was to expand to more continents, including as South East Asia, the Middle East, India, South America, and Central America.
